Thrive Market Launches Paper Products

Online healthy food and natural membership retailer Thrive Market has introduced a new range of private brand paper products with the stated goal of having a big impact.

“People read the labels before buying food, but when it comes to toilet paper and paper towels, they tend to think less about the consequences of their purchases,” says Lecia Rand, Thrive Market Product Innovator. “Which is why it is vital for us to educate consumers on the difference, and to offer sustainable alternatives.”

According to the Thrive website the overuse of household paper products—like toilet paper, paper towels, and facial tissue—is contributing to environmental destruction at an alarming rate. Reports show the average American uses 141 rolls of toilet paper per year, which accounts for 20% of the world’s global toilet paper consumption.

For this new line Thrive partnered with a cutting-edge supplier to develop paper products that are not only soft and strong, but also sustainable.

“You won’t find any fragrances, dyes, or harsh chemicals in our paper products,” says Rand. “Each one is made from renewable or sustainable materials, whitened without chlorine-bleach, and manufactured in a state-of-the-art facility that ensures minimal environmental impact.”

Thrive Market Bath Tissue and Facial Tissue are made from a blend of soft bamboo fibers and post-consumer recycled content. The bamboo comes from Forest Stewardship Council certified farms in China where it’s naturally nourished with rainwater. It grows in and around small villages (rather than large plantations), which promotes biodiversity and helps to support local farmers.

Thrive Market Paper Towels are made from 100% post-consumer recycled content, which is composed of material that would have otherwise been diverted to a landfill after one use. Using post-consumer recycled content not only cuts back on environmental waste, but also requires less energy than virgin pulp.

“470,000 trees could be saved a year if everyone in the United States used just one of our eco-friendly bath tissue rolls instead of a traditional roll,” says Rand.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.